Ultimate Guide to Facebook Advertising
329 pages
English

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329 pages
English

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Description

  • Promotion to author’s combined, highly targeted subscriber base reach 400,000 small business owners and 100,000 combined social following
  • Promotion to Digital Marketer’s subscriber base of 600,000 small business owners and it’s 250,000 unique monthly visitors
  • Book launch web event will coincide with an online course and participation of notable social media marketing experts
  • Marshall has an extensive online platform reach—list of 200,000+ interested in online advertising, 20,000+ specifically interested in Facebook, and 60,000+ who actively respond to author communications.
  • Social Media Marketing Industry Report developed in 2019 shows that 67% of marketers prefer Facebook as a social media channel
  • 72% of B2C marketers reported that Facebook was their top social advertising channel. While 43% of B2B marketers also named Facebook as their most important advertising channel, passing LinkedIn
  • As of 2019, 60 million local business pages have been created.
  • Over 6 million businesses are using Facebook ads to reach their target audiences.
  • Sujets

    Informations

    Publié par
    Date de parution 13 octobre 2020
    Nombre de lectures 9
    EAN13 9781613084311
    Langue English
    Poids de l'ouvrage 1 Mo

    Informations légales : prix de location à la page 0,1250€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

    Exrait

    What Others Say About Their Facebook Results
    Aw, the whole thing makes my head hurt. But other than puffery about 600-million customers, Perry s an honest man in a field rife with charlatans. If anybody can make practical sense of Facebook for marketers, it s Perry. He has his finger on its truth-as advertising media not social media. He also realizes there is a short window of time during which offers the greatest opportunity. He identified this with Google Ads [formerly Google AdWords]. Now this book shows how to capitalize on ideal timing with this media. Finally, he is a well-disciplined direct-response practitioner who holds this accountable for ROI. I bestow my No B.S. blessing.
    -Dan S. Kennedy, legendary direct marketing advisor and author of the NO B.S. book series, www.NoBSBooks.com
    Ultimate Guide to Facebook Advertising just might be your ultimate guide to earning a ton of money with this social media phenomenon. What you don t know about Facebook could hurt you and what you will learn about Facebook from this book definitely will help you. It s a fun and easy read and a surefire way to seriously increase your income.
    -[The late] Jay Conrad Levinson, The Father of Guerrilla Marketing, author of Guerrilla Marketing series of books-over 21 million sold; now in 62 languages
    The coverage is comprehensive; if ever there were questions about whether Like campaigns work, creating a solid offer, using video ads, targeting specific audiences, analyzing campaigns, or understanding the Facebook Pixel (a piece of code), this outsized handbook has the answers. And if that isn t enough, Marshall offers free access to tools, videos, and case studies on his website . Exhaustive in scope, expertly presented, and authoritatively written.
    -Kirkus Reviews
    Bob Regnerus was challenged to find targeted customers for Bolder Bands and help us tell our story on Facebook. The results, quite frankly, are almost too good to be true. It was beyond our belief. With Bob s work over a short period, we achieved a level of sales that we could only dream of and now have an established fan base that quickly grew to 350K. With over 45,000 customers (and growing) we went from startup to a legit business inside of a year.
    -Amy and JD Crouse, Bolder Bands
    I decided I had enough of trying to figure out Facebook, Google, and everything else besides trying to run my store during the hectic holiday rush. After hiring Bob Regnerus we saw increased sales by 16.3 percent over the previous holiday season spending the same amount on ads as before. Bob has proven to be much more than my Facebook guy. He s provided me sage advice, sound critique, and expert opinions on many matters that affect the performance of my store and it s future.
    -Sander Cohen, Dharmashop.com
    Bob Regnerus provides a level of wisdom and levelheadedness to any business owner s situation. Bob is able to calm the storm and deliver sound, grounded advice and direction. Think of a business owner who is in the throes of a violent storm-Bob is the voice on the radio guiding them to waters that makes the boat sail and not sink.
    Bob brings the experience of been there done that in a very crowded market. What he brings is seasoning that is only gained through highs and lows of being an entrepreneur.
    -Brandon Boyd, cofounder Feedstories.com
    I have known Bob Regnerus professionally for more than 15 years.
    Bob is a master consultant. He knows how to define the problem simply, he is 100 percent reliable, and he is a true professional in an industry that is filled with people who lack experience and professionalism. He makes everything easy and inspires confidence.
    -Debbie Phillips Women on Fire
    I wholeheartedly recommend that you work with Bob Regnerus. If you want to dabble, you re gonna lose a lot of time and you re gonna lose a lot of money and you re gonna lose windows of opportunity. But if you want to get that unique combination of business insight as well as the videography then you can get really quick results.
    -Les Cseh, President, Ally Financial Services
    I came to Bob for help injecting life into our Facebook Advertising Funnel. We had hit a plateau and response rates were dropping. I knew enough to be dangerous and had tried a lot of things. Frankly, I needed to spend less time figuring this all out and more time focusing on my marketing and sales process. Having known Bob for years, I didn t hesitate to reach out and hand him the reigns. Within a week, we saw a huge surge in response after Bob tweaked our creative, honed our targeting, and implemented some innovative strategies to better connect with our prospects.
    -Nate Hagerty, TaxProMarketer.com
    I was VERY skeptical about how well Facebook Ads would work for our food company. I approached Bob Regnerus with the challenge of finding these leads on Facebook. Our potential clients are located in select cities, and we limit our advertising to tightly selected ZIP codes. We also place restrictions on the type of leads we ll accept, so that made the challenge rather difficult.
    Through the seven years we ve been working together, we re not only handing a record number of leads over to our sales teams, we re shattering sales records! All I can say is Bob delivers, and he works hard to both set a realistic expectation and deliver a result that makes us delighted.
    -Mike Cohen, Blue Ribbon Foods
    With what I learned from Bob Regnerus, my client made another $10,000 today from my Facebook Ads. This is a new client, and in the first 26 days of working together I ve helped him generate leads through Facebook that have turned into $25,000 with $4,000 in ad spend. Thanks Bob for helping me understand Deep Funnel Marketing on Facebook and how it helps clients make big-ticket sales!
    -Sam Bart, Online Agency Founder, Philadelphia Pennsylvania
    Perry Marshall has done more to de-mystify Google Ads [formerly Google AdWords] for business owners than any person on earth. With this book, he s done the same for Facebook. If you want to cut through the smoke quickly and make money advertising on Facebook, this is the book to read.
    -Ken McCarthy, The System Seminar, Tivoli NY
    The irony of living in the Information Age is that good info has gotten harder to come by. The lame stuff still manages to clog the pipes, causing chaos and preventing you from discovering the legit specifics that can actually help you in your quest for business success and a bigger bottom line. Perry Marshall has been a first-stop, one-stop resource for the best possible advice on making Ads [formerly AdWords] work since Google unleashed it on the marketing community and now, Perry s new tome on Facebook s astonishing (and yet-to-be-fully-tapped) power to reach gazillions of targeted, eager prospects (most of whom you d never even know existed, otherwise) is the first and probably the only book you need to be one of those early adopters who score fastest. Perry s books are always essential. This one is perhaps more so than usual.
    -John Carlton, the most respected and ripped-off veteran copywriter on the web
    Perry Marshall led the pack with Google AdWords [now Google Ads] back in 2006. He s still leading the pack today with Ultimate Guide to Facebook Advertising . Perry, Bob Regnerus, Tom Meloche, and Mark Ingles combine insider knowledge of marketing on Facebook with proven marketing fundamentals for a powerful one-two punch that delivers results. Perry doesn t just theorize about how Facebook marketing works, he does it himself, and he s worked with thousands of others to hone his knowledge of this emerging landscape. If you re thinking of marketing on Facebook, or if you re already doing it, you d be crazy to not get the Ultimate Guide to Facebook Advertising.
    -Clate Mask, president, InfusionSoft
    Perry Marshall is a terrific writer who makes wonderful use of stories and analogies to illustrate a concept. He does this exceptionally well in the chapter on ad copy writing, The Power of Hidden Psychological Triggers. That chapter alone is worth the price of this book.
    Many companies have tried Facebook ads and failed for one simple reason: they treated Facebook advertising like search advertising.
    Facebook is social advertising. Social advertising is about understanding and reaching the user. Not the user s behavior; but the actual person. This is where the book shines. It walks you through strategies of reaching your target audience based upon the person s social profile so that you aren t just accumulating Likes, but actually gaining new customers.
    I d recommend this book to anyone who is advertising, or wants to advertise, on Facebook. Social advertising is unique from most other types of advertising, and this book will teach you the concepts and how-tos you must understand so that your Facebook ads increase your overall profits.
    -Brad Geddes, author of Advanced Google AdWords
    One of the things I love about Perry is that he always shoots from the hip. Ultimate Guide to Facebook Advertising is written with no holds barred, which means that all the juicy tips that might get left out of other, similar books are all in this book. It s more than just a tactical how to. It goes into the psychological aspects of ad writing specifically suited for Facebook and gives all kinds of practical advice for fan pages. So for anyone who really wants to get serious about Facebook advertising, this book is definitely a must read.
    -Shelley Ellis, contextual advertising expert, www.ContentNetworkInsider.com
    Hands down, I have never seen a more comprehensive in-depth study of successful Facebook advertising than what you are holding in your hands. Perry and Bob have done it again, they ve extracted the gold within this amazing system of advertising that every astute marketer should devour and implement.
    -Ari Galper, founder and CEO, Unlock The Game, www.UnlockTheGame.com
    Perry and Bob not only understand every nuance of the technical aspects of getting Facebook ads to work for your business, they also understand the psychology behind what works and what doesn t when it comes to advertising online. If you re looking for an ber-effective way to master the art of driving traffic to your offers through paid advertising, get this book-it truly is the ultimate guide!
    -Mari Smith, co-author of Facebook Marketing: An Hour a Day
    Facebook advertising appears simple, but it s trickier than search engine marketing. In this book, Perry Marshall, Bob Regnerus, Tom Meloche, and Mark Ingles teach you the secret of Right Angle Marketing -selling based on who people are and what they identify with. This is entirely different from Yahoo! or Google. They help you determine how to prioritize Facebook within your particular marketing mix. Then they take you by the hand and lead you through the minefield, showing you the tools, bidding techniques, and sales cycles of Facebook ads. Without their help, the odds are stacked against you. With their help, your chances of success are excellent.
    -Alex Mandossian, Heritage House Publishing, author of The Business Podcasting Bible
    Perry Marshall is amazing! He reinvented himself from engineer to white paper expert to become the world s leading expert in Google Adwords [now Google Ads]. Now with his secret weapons, Bob Regnerus, Tom Meloche, and Mark Ingles, he s reinvented himself again, this time as the guru in Facebook advertising through which, he points out, you can access 600 million customers in ten minutes.
    -Bob Bly, author of over 60 books including Complete Idiot s Guide to Direct Marketing, The Online Copywriter s Handbook , and Public Relations Kit for Dummies

    Entrepreneur Press, Publisher
    Cover Design: Andrew Welyczko
    Production and Composition: Eliot House Productions
    2020 by Entrepreneur Media, Inc.
    All rights reserved.
    Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful.
    Requests for permission or further information should be addressed Entrepreneur Media Inc. Attn: Legal Department, 18061 Fitch, Irvine, CA 92614.
    This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
    Entrepreneur Press is a registered trademark of Entrepreneur Media, Inc.
    ebook ISBN: 978-1-61308-431-1 (ebook)
    Contents

    PREFACE
    Facebook Still Owns Planet Earth
    Is Facebook Good or Bad?
    Facebook Has Redefined Advertising for 21st Century Users
    Your Mission, Should You Choose to Accept It
    Introduction to Bob Regnerus
    INTRODUCTION
    Read This First-How to Use the Ultimate Guide to Facebook Advertising
    CHAPTER 1
    A Master Class in Fundamentals
    Marketing Funnels Transform Strangers into Friends and Customers
    How to Move Your Customer from Zero to Total Awareness
    The Customer Awareness Timeline
    Three Pillars of Advertising Success
    CHAPTER 2
    Creating Your Business Page and Setting Up Business Manager
    Creating Your Business Page
    Creating Your Business Manager Account
    CHAPTER 3
    Retargeting Technology to Convert More Prospects Into Customers
    The Power of Retargeting
    Retargeting Turns Losing Campaigns Into Winners
    Creating a Successful Retargeting Campaign
    Retargeting Principles For Optimal Performance
    The Facebook Pixel Is the New Way to Build a List
    Building Retargeting Audiences
    Installing the Facebook Pixel
    Setting Up Events
    Creating Custom Conversions
    Verifying Your Pixel Setup
    Measuring the Results of Your Ads
    CHAPTER 4
    Story: Separating the Amateurs from the Pros
    Stand Out with Story
    Why Stories and Facebook Make Such a Great Pair
    The Right Time to Deliver Your Story
    Product Always Follows Story
    People Don t Like to Be Sold To, But Enjoy Buying from People They Like
    I m Not a Storyteller!
    Getting Your Story From Inside Your Head Into Your Ads
    CHAPTER 5
    Targeting Your Customers with Facebook Audiences
    Smart Advertisers Know Everyone Isn t Their Customer
    Facebook s Four Types of Audience Targeting
    Custom Audiences
    Building Custom Audiences from Customer Lists
    Building Website Traffic Custom Audiences
    Building Custom Audiences from Mobile App Activity
    Building Custom Audiences from Offline Events
    Building Custom Audiences from Facebook Sources
    Using Facebook s Artificial Intelligence to Build Similar Audiences
    Using Detailed Targeting to Narrow Your Audience
    CHAPTER 6
    Using RFM to Sell to Customers Most Likely to Buy
    Guest Author Brian Kurtz
    R Is for Recency
    F Is for Frequency
    M Is for Monetary
    RFM Is as Important Online as It Is Offline
    Facebook Didn t Invent Everything
    CHAPTER 7
    The First Building Blocks of Your Facebook Advertising Campaign
    The Facebook Campaign Structure
    Choosing the Perfect Campaign Objective
    CHAPTER 8
    Budgets and Bidding Strategies for Optimizing Your Facebook Campaigns
    Daily vs. Lifetime Budgets
    Choosing Delivery Type
    How the Facebook Ad Auction Works
    Choosing the Right Budget Amount
    Campaign Bidding Strategies
    CHAPTER 9
    Dialing in Your Targeted Audience Using Ad Sets
    Never Start Advertising to Cold (Unaware) Traffic
    How Ad Sets Fit into Your Facebook Ad Campaign
    Dialing in Your Facebook Ad Set
    Setting Your Ad Schedule and Ad Spend Limits
    Choosing Your Target Audience
    Using Detailed Targeting to Build an Audience
    Targeting Facebook Connections
    Saving Audiences from the Ad Set Interface
    Where Are My Ads Seen?
    Exclusions and Block Lists
    Optimization and Delivery
    CHAPTER 10
    Optimizing Your Ad Sets within Your Targeted Audience
    Optimization and Delivery Basics
    Every Campaign Type Has Different Optimization Settings
    CHAPTER 11
    Location, Location, Location: Facebook Placements
    Automatic Placements
    Devices
    Placements
    CHAPTER 12
    Leveraging Creative in Your Ads to Maximize Response
    The Elements of an Ad
    Choices of Visual Media
    Ad Formats
    Your Primary Text
    Call-to-Action Buttons
    News Feed Video Technical Requirements
    Video Thumbnails
    Captioning Your Videos
    Using Multiple Ads Per Ad Set
    Specific Ad Configuration by Placement
    Instant Experiences: Hyper-Fast Load When the Customer Clicks
    CHAPTER 13
    Sources of Creative Inspiration for Facebook Ads
    How Important Is Creative to Advertising Success?
    Ads from Competitors and Similar Businesses
    Facebook Business Success Stories
    Facebook Creative Hub
    Facebook Ads Inspiration
    CHAPTER 14
    Creating Your First Facebook News Feed Ad
    Basic Campaign Setup
    Creating a Video from a Still Image
    Adding Your Ad Text, Headline, and Call to Action
    Quick Shortcut for Creating Your First Ad Using an Existing Post
    CHAPTER 15
    The Strongest Persuader of All: Facebook Video
    Guest Author Brandon Boyd
    Interruption vs. Direct Offer
    The Three Cs of Creating Thumb-Stopping Content
    The Content Creation Matrix: The Simple Guide to Creating Compelling Video Content
    Why Use Video?
    Facebook Is Making Video Easy
    Video Lengths for Ads
    Video Styles
    CHAPTER 16
    Creating Killer Ad Creatives That Reflect Your Hook
    Guest Author Molly Pittman
    Six Creative Must-Haves
    What Not to Do
    Grades and Report Cards
    Analyzing Creatives that Work
    Working with a Designer
    Telling a Story with Your Creatives
    Ad Creative Checklist
    Analyzing Creatives that Don t Work
    Getting Inspired
    CHAPTER 17
    How I Know When My Copy Is Ready-Power Questions
    Guest Author Ryan Deiss
    1. Novel, Unique, and Distinctive
    2. Simple and Easy
    3. Triggering a Desire
    4. Pre-exposure
    5. Mental Links and Associations
    6. Open Loops
    7. Portals
    The Seven Questions Summary
    CHAPTER 18
    Capturing Leads Using Facebook Lead Ads
    Getting Started with Lead Form Ads
    Retrieving Your Leads
    CHAPTER 19
    Converting Clicks to Facebook Messenger Conversations
    Guest Author Larry Kim
    What Are Facebook Click-to-Messenger Ads?
    When to Use Facebook Click-to-Messenger Ads
    Creating Click-to-Messenger Ads in Ad Manager
    Creating Click-to-Messenger Ads in MobileMonkey
    What Are Facebook-Sponsored Message Ads?
    When to Use Facebook Sponsored Messages
    Creating Sponsored Messages Ads in MobileMonkey
    CHAPTER 20
    The Anatomy of a Facebook Retargeting Campaign
    The Structure of a Retargeting Campaign
    Retargeting Users Who Visit Your Website
    Retargeting Users Who Engage with Your Video Ad
    Retargeting Users Who Abandon Facebook Lead Forms
    Retargeting Is Not Just for Prospecting
    CHAPTER 21
    Using Deep Funnel Marketing to Make Your Customers See You Everywhere
    How Does the Deep Funnel Relate to My Business?
    The Customer Awareness Timeline and Deep Funnels
    Facebook Is an Interruption Media
    Basic Deep Funnel Marketing Strategies for Top of Funnel
    Launching Your Article Strategy Prospecting Campaign
    Creating Your Initial Prospecting Ad Set
    Creating Your Initial Prospecting Ads
    Creating Your Article Strategy Nurturing Campaign
    Deep Funnel Marketing Video Strategy
    Creating Your Initial Video Strategy Prospecting Ad Set
    Creating Your Initial Video Strategy Prospecting Ad
    Creating Your Next Two Video Strategy Prospecting Ads and Ad Sets
    Creating Your Video Strategy Nurturing Campaign
    CHAPTER 22
    Advanced Deep Funnel Marketing Strategies
    Nurturing Campaigns Aren t Just for Retargeting Facebook Traffic
    Ad Content in Your Deep Funnel
    Website Assets for Your Deep Funnel
    Setting Up Deep Funnel Nurturing Audiences
    Setting Up a Deep Funnel Nurturing Campaign
    Setting Up Deep Funnel Ad Sets, No Sequence
    Setting Up Deep Funnel Ad Sets: URL-Based Sequence
    Setting Up Deep Funnel: Time-Based Sequence
    Setting Up Deep Funnel Audiences for a Time-Based Sequence
    Setting Up Deep Funnel Ad Sets for a Time-Based Sequence
    CHAPTER 23
    Blueprints and Strategies to Help You Launch Campaigns Quickly
    Prospecting Strategies for Cold Audiences
    Campaign Strategies for Specific Objectives
    Specific Audience Strategies
    CHAPTER 24
    The Product Launch Formula and Facebook
    Guest Author Jeff Walker
    Anticipation (and Turning Your Marketing into an Event)
    Pre-Launch Content #1: The Opportunity
    Pre-Launch Content #2: Transformation
    Pre-Launch Content #3: Ownership
    Launch Day (and the Open Cart)
    Your Post-Launch Sequence
    The Launch Conversation
    Your Launch
    CHAPTER 25
    Choosing the Best Facebook Funnel for You
    Guest Author David Nadler
    The Lead Magnet Funnel
    The Mini Course Funnel
    The Free-Plus-Shipping Funnel
    The Assessment or Quiz Funnel
    The Challenge Funnel
    The On-Demand Webinar Funnel
    How to Quickly Choose a Funnel
    CHAPTER 26
    Boosting Posts and Unicorns Guest Author Dennis Yu
    Get the Results
    Switch-Boost
    Greatest Hits
    Content Library
    Funnel
    CHAPTER 27
    Keeping Track of Your Money and Results
    Common Advertising Terms
    How to View Reporting
    The Breakdown Dropdown
    Reporting in Ads
    Offline Event Reporting
    CHAPTER 28
    How to Increase Conversions and Decrease Advertising Costs Over Time
    What Testing Can Do
    Why Test?
    Achieving Statistical Significance
    What Should You Test?
    Setting Up Dynamic Creative Tests
    Setting Up Multiple Text Option Tests
    Performing A/B Split Testing
    CHAPTER 29
    Troubleshooting Common Facebook Advertising Issues
    When You re Not Seeing Conversions Reported
    What to Do When Your Ad Performance Declines, aka Ad Fatigue
    Combatting Ad Fatigue
    What to Do When Your Campaign Costs Are Too High
    What to Do When There Are Low (or No) Impressions of Your Ad
    What to Do When You Have an Ad Disapproved
    What to Do When You Have Ads Stuck in Review
    CHAPTER 30
    Taking Scary Steps When the Bridge Isn t Yet Visible
    APPENDIX
    Major Facebook Ad Updates that Experienced Advertisers Need to Know
    Privacy, Transparency, and Targeting
    Transparency of Political, Social, and Election Ads
    Platform and Interface Changes
    Placements and Media
    Conclusion
    Acknowledgments
    About the Authors
    Perry Marshall
    Bob Regnerus
    Thomas Meloche
    Mark Ingles
    Keith Krance
    Index
    Preface
    Facebook Still Owns Planet Earth

    P eople are walking down the street, banging into light poles because their faces are buried in Facebook. Therein lies your opportunity. The most precious commodity in the world is attention. Everyone likes to be in the spotlight, and social media has given everyday people the opportunity to become internet famous. Facebook is monopolizing it and chomping at it like a hungry beast. The average American spends five hours per day on their smartphone and over 60 minutes on Facebook, according to a study by Provision Living. Wherever you are right now, look up and someone around you is probably on Facebook.
    This book is about how to get in front of those people, convince them to open their wallets, and then dominate markets because you re better at this game than all your competitors.
    But be warned that Facebook Ads are a serious game. It s a blood sport-not something you just casually dabble in. If you get really good at it, it s a $1,000-per-hour skill. It gives you the ability to move mountains and nations. You can literally create cultures and movements at will.
    But if you re just going to goof around with it and create some basic ads or try a few experiments-forget it. Go waste your money some other way because 90 percent of advertisers merely dabble with it and then their Facebook Ads amount to nothing more than an expensive tax write-off.
    If you re going to take this game seriously, then you bought the right book. And you should also avail yourself of the online supplement at www.PerryMarshall.com/fbtools . Go there right now and download the goodies.
    IS FACEBOOK GOOD OR BAD?
    I do not think it is a good thing that a billion people are spending this much time on Facebook. I didn t think it was a good thing when the same number of people were watching TV for five hours a day, either.
    But nobody asked me. And they didn t ask you. That s just what people do.
    If you re going to be successful as a marketer or entrepreneur, you must choose to live in the is world-not the should be world. In the is world, 95 percent of people float around in a miasma of mild hypnosis, looking forward to their next hit of like and share happy juice, or to extract their pound of flesh out of some stranger who disagrees with them about politics.
    This book is all about how you get inside the minds of Facebook users and get them to do what you want them to do. Whether you re doing business as a church, a school, a winery, a life coach, a car manufacturer, or a seller of aluminum siding, you ve got a job to do.
    People are going to spend their time and money somewhere. If they spend their time and money with you, you succeed. If they spend it with someone else, you fail. The fact that people are in a state of partial hypnosis provides a platform where you can sell them your product or service. In this book, you ll learn how to harness that power.
    Working vs. Playing
    Now, the very first thing you have to do is get real with yourself and realize that for you, playing around on social media is NOT the same as RUNNING social media or CONTROLLING social media-pulling the puppet strings of the world.
    Millions of people quit their jobs to start a business. They re essentially being supported by their spouses. They go to work every day, and while they are changing bedpans at the hospital, they think their spouse is working when, in fact, they are just goofing off on Facebook all day. Doing stuff that sort of kind of looks like work.
    And making zero money.
    That person is like the chef who, instead of cooking, just stands in the kitchen and shovels food in their mouth all day.
    Well, this is a book about making money on Facebook-not screwing around on Facebook. Facebook Ads is a serious endeavor. It s a profession. You will get nowhere with those bad habits. You either pull the strings of the Matrix from outside the Matrix, or you re in the Matrix being entertained by the Matrix. You can t do both.
    I deleted the standard Facebook app from my phone. I hardly ever use Facebook. When I do use Facebook, I use the phone browser instead of the app. I never log into Facebook as a standard user until after 5:30 p.m. Most days I don t log in at all. But on the very same day, I may spend hours in the Facebook Interface and Facebook Advertising App being the chef and pulling the strings of the Matrix.
    Never confuse activity with productivity. The two are not the same.
    As a Facebook Advertiser, you are tasked with injecting creativity into the system, then measuring and tracking the results. You use your tracking tools-not checking out Facebook notifications every two seconds. Pay careful attention to what works and what doesn t. Notice trends, not stuff. Accept your job, which is to influence the hypnotized masses who are coming to Facebook for their entertainment addiction.
    You are not the person who comes to the restaurant and feeds their face for five hours. You work in the restaurant. You serve up great dishes. You only sample enough of the soup to know whether it tastes good or bad; then you go on and create more great cuisine.
    Sorry if this sounds preachy. But I have many customers and clients whose productivity, sales, profits, and income absolutely skyrocketed after they:
    deleted the Facebook app from their phone (along with Twitter, LinkedIn, and others).
    realized that the world is in an incessant, never-ending conspiracy to rob you of time, attention, creativity, and mental space.
    closed the Facebook tab in their browser.
    entirely stopped using Facebook in the usual fashion during work hours.
    blocked all email notifications from Facebook and other social media.
    halted ALL smartphone notifications from all social media apps-no banners on the screen, no little red numbers on your app icons, no distractions.
    Go on. Do all of the above-now! If you don t, it will be devilishly difficult to master the key concepts in this book. Instead, Facebook will master you.
    Facebook has taken over the world. It is the aquarium that lots of people live in. Facebook is your portal to influencing the world-their behavior, their opinions, their purchases, their relationships. You need to pull the levers without letting Facebook addiction take control of you. Facebook knows what its members look like, think, enjoy, and visit because it is the world s largest:
    Photo and video-sharing site
    Thought-sharing site
    Liking site
    Linking site
    Demographic and psychographic gathering engine
    Even with Google s gargantuan lead, Facebook will possibly become the world s largest advertising site, especially as the internet continues its trajectory toward easy mobile device access.
    FACEBOOK HAS REDEFINED ADVERTISING FOR 21ST CENTURY USERS
    The majority of internet users access it via smartphones and tablets. This is bad news for all the old-school internet companies, but it s good news for Facebook. Why?
    Because Facebook was the FIRST company to put full-screen display ads in front of mobile phone users and get away with it on a daily basis. They have trained their users to accept this.
    Nearly all other online ads are either in apps or tiny, inconsequential banner ads. Facebook puts display ads and videos right in the middle of the News Feed that are seen dozens of times every day. People actually share Facebook Ads (and good ads will get shared thousands of times)! Plus, in many situations, those ads don t really seem like ads. Above the ad, the post may say, Suzy Smith likes ACME corporation so the ad has an implied endorsement. This works on a massive scale.
    You can upload your customer s phone numbers or email list to Facebook and Facebook will probably recognize about half of them. You can ask Facebook to target two million people who are in your target audience and Facebook can do that in an instant because of all the data it has already collected based on the users patterns on the platform.
    As exciting as all of this is, it is important for advertisers to remember that Facebook did not build the site for advertisers. They built it for regular users and for themselves.
    The talented young college grads Facebook hires from the world s top universities don t say, I want to work at Facebook to help them maximize ad revenue. Please know that even despite Facebook s massive gains in the ad department, the company doesn t exist simply to send you customers.
    Regardless of why Zuckerberg built Facebook or what ideals his staffers may hold, the personal demographic information Facebook collects is tremendously valuable to advertisers.
    Facebook is not stupid. It is more closely connected with its advertisers than any other platform on the planet. Facebook visionaries already have years worth of additional ideas to implement. How do we know this? We see the ideas publicly volunteered every day on Facebook Pages by Facebook Advertisers.
    Facebook knows more about you than your husband or wife. They know what sites you visit; they know a great deal of what you buy; and they have bought data from all kinds of other companies and appended it to their database so they know what you respond to. Facebook even has suicide prevention tools, and its A.I. (artificial intelligence) may detect depression way before doctors or parents. They know the one million other people in the world who are most like you, like the same things you like, and buy the same things you buy.
    Adult supervision on Facebook is minimal, which is probably why it is so absolutely brilliant. The company aggressively hires fresh college graduates-the brightest college grads on the planet. These are the smart kids-smarter than you, smarter than us. Some have never had a real job outside of Facebook. They have never tried to live off revenue generated by an ad. They do not feel your pain.
    Remember that. It is really important.
    To use Facebook s paid advertising tools effectively, it is important to understand just how much its creators and designers are not really trying to help you. Fortunately, they do need cash, and we do need clicks, so we can get some great work done together. We focus on the clicks and they focus on connecting the world.
    Facebook has the potential to be highly relevant for decades to come. Our rule of thumb is the founder s rule: When you have a dynamic and visionary founder running a business, better to bet on that business continuing to be a success for as long as you see that founder at the helm.
    We suggest that as long as you see Mark Zuckerberg engaged at Facebook, you should plan on Facebook being a dynamic and growing, competitive place to advertise.
    Oh, Mark was born in 1984.
    He will probably be around for a long, long time.
    1984? It turns out that Little Brother is the one who s watching you.
    One Tool to Rule Them All
    One Tool to rule them all, One Tool to find them, One Tool to bring them all, And in the Facebook bind them .
    This poem should haunt Google (I do know for a fact that Google is scared to death of Facebook). We wrote it as a bit of a taunt in the first edition of this book back in 2011 because so many people were predicting Facebook s early demise. We predicted the opposite and were proved right. Facebook has indeed created one tool to bind the entire world together and Facebook, not Google, is in charge. Facebook currently reports that two billion people connect on the site every month. Two billion! Say that number a few times and let it sink in.
    But wait, there s more!
    Facebook acquired WhatsApp for $16 billion in 2014. WhatsApp now has over 1.6 billion monthly active users, making it the most popular messaging app of all time. Facebook also acquired Instagram, which now has 1 billion active monthly users. In addition, Facebook has communities on Messenger and Oculus. Facebook Advertising tools are your gateway to all of these communities and more.
    Facebook isn t sitting still. If you look closely, you can see their hopes for the future. Facebook has acquired a whole series of smaller technical companies like these, acquiring technology for fitness tracking, speech and facial recognition, computer vision, augmented reality, video compression, and machine learning. And some people thought Snapchat had a chance!
    The Facebook universe will continue to grow larger, more prevalent, and more powerful for years to come. One tool to rule them all, and in the Facebook bind them.
    For example, smartphone Facebook users are usually continually logged in. As of the holiday season of 2019, Facebook reported mobile advertising was 93 percent of their total advertising revenue. This is no big surprise as mobile users are connected to Facebook nearly 24/7. Facebook on the phone is the only way to reach some of your customers. Plus, you can find customers you would never have imagined, such as visitors from another state currently traveling through your city within ten miles of your business. You reach them without even knowing it with a, Come in for a special 30 percent discount! ad.
    Facebook users now check into your business when they visit you, without you even asking them to do so. No more pathetic please like me signs. Mobile makes it easy. When users check into your business, they automatically announce to their friends where they are and what they are doing. Friday nights in the big city need never be lonely again.
    But wait, there s even more!
    Facebook is supporting their community in big ways. They ve made it simple to livestream video with Facebook Live, creating a whole new media form. Websites and apps can leverage Facebook s login. This is amazingly powerful now that so many users never log out of Facebook. Capture your customer s attention with live video, collect critical contact information, and get them to call you, register for events, and even donate to you fast and easy. Literally, it s all at the touch of a button.
    One tool to rule them all, and in the Facebook bind them.
    YOUR MISSION, SHOULD YOU CHOOSE TO ACCEPT IT
    So, what do you do with all of this information about Facebook? Simple. Your mission is to buy a click for $1, turn it into $2, and then make more profit than your competitors do from your $2. This is your mission and it has moved to Facebook. It is a new platform, but a very old mission.
    The rest is just strategy and tactics. Many existing strategies and tactics that we have taught to over 100,000 Google advertisers work directly in Facebook. For more info see: Ultimate Guide to Google Ads 6th Edition (Entrepreneur Press, November 2020). For example, you need to understand your sales funnel, craft a compelling ad, have a focused goal for your landing page, and track and follow up with your leads and customers. More importantly, you want to do this automatically .
    We will teach you the strategy and tactics required to fulfill your mission: to get those clicks and to turn them into customers and sales.
    Some tactics, especially those built around audience targeting and bidding strategies, have changed dramatically for Facebook. Don t worry, we will show you the secrets we have found to be a successful advertiser on Facebook.
    Facebook has dramatically simplified online advertising by making audience targeting and bidding quite easy. Your number-one job is creating ads and offers.
    Your Mission, a Penny at a Time
    Those who like numbers will appreciate how powerful your fundamental mission is. Depending on the size of your market, your mission may also be stated as, To buy a click for $1 and to reliably and repeatedly turn it into $.01 worth of pure profit.
    This is how pro gamblers think. If they can find a game where betting a dollar nets them a penny, they are in heaven. They sit there for hours and hours playing round after round trying to bet as much as possible to earn that 1-percent net.
    They even have a name for it. They call it grinding. The best part about grinding when you re a digital marketer is that you do not have to actually sit at a table in a smoke-filled room. Digital grinding happens in that area of the web now called the cloud, and clouds are much nicer than smoke-filled rooms.
    Also, you do not have to live in Vegas. In the online world, the game comes to you.
    Think about this for a moment: a 1-percent net ROI (return on investment) may be achieved within a matter of minutes from when the investment was made. What is the return on a dollar, on an annual basis, that can bring 1 percent every three minutes? The figure is so large it makes even Goldman Sachs blush. A penny, if enough clicks are available, is a fortune. Empires are built on a 1-percent net profit.
    Don t despise making a penny, especially if you can make it reliably and repeatedly. Instead, focus on how to make a lot more pennies. Focus on how to get a lot more clicks.
    Perhaps you can do that on Facebook?
    For your sake, we hope so. Because advertising on Facebook is actually a lot of fun.
    For some advertisers, using Facebook paid advertising to find new customers is also stunningly easy. Facebook Advertising may be a great fit that will cause new customers to fall into your lap. Facebook Advertising is almost always a perfect strategy to retarget and nurture traffic from any source.
    My co-author, Bob Regnerus, is not only an expert in Facebook Advertising, he is also one of my longtime Roundtable members (my highest-level Mastermind). Bob co-founded a company called Feedstories ( Feedstories.com ) along with Brandon Boyd, which focuses on video creative and actually producing and promoting videos that sell. I am a client of Feedstories and I hire them to produce all of our promotional videos.
    Most importantly, Bob is a friend and neighbor. He lives just seven miles from me, and we ve grown up together in this business. I often ask Bob for advice, as does he of me. We trust each other. I am inviting you to trust him as he delivers powerful strategies and experience that will give any Facebook Advertiser a leg up on the competition.
    -Perry Marshall


    TIP
    Get tools, video, and case studies with updates at www.PerryMarshall.com/fbtools .
    INTRODUCTION TO BOB REGNERUS
    I am honored to be given the responsibility of writing this book and am very grateful to my friend Perry Marshall for asking me to take on this task.
    When I signed on to write this book, I contemplated at length about what the real purpose of the book would be. It became clear to me that the mission is not merely to teach you the mechanics of Facebook Ads. It s to equip you with proven strategies that allow you to compete with large advertisers, level the playing field, and gain significant advantages over the competition by understanding how to stack the deck in your favor.
    I ve been in digital marketing since 1998 and paid advertising since 1999 with Overture, which was bought by Yahoo! in 2003. I moved to Google Adwords (now Google Ads) in 2003. I started with Facebook paid ads when right-hand-side ads gave them a viable PPC format in 2011 and when Facebook added promoted stories in January of 2012. This was the first time Facebook mixed in sponsored posts with friends content.
    The years 2012 to 2014 were the Gold Rush of Facebook Advertising. It was similar to Google Adwords a decade earlier. There were few advertisers and clicks were plentiful and cheap. The ads were new, and users actually loved them! Clicks were between five and ten cents and converted like crazy.
    From Zero to $7 Million
    I was immersed in teaching myself Facebook Ads by playing in my own account, and after gaining confidence in my skills, I wanted to start taking on clients to let me learn even more and start to earn an income from this skill.
    In September 2013, J.D. Crouse reached out to me along with his wife, Amy. They were just weeks into a new venture called Bolder Band Headbands and they thought they had something that people might want to buy. This was still a kitchen table business because they made headbands on their sewing machine at home and sold them mostly to friends and family.
    J.D. and Amy wanted to see if people would buy their headbands online, and they wanted to know if I could help them find customers on Facebook. To me it was a great partnership-we were both trying to prove ourselves. I gladly accepted the challenge.
    That little company, as of this writing, has generated eight figures in revenue and built a huge community of active customers who love their product. All of this was made possible by effective Facebook Ads and a lot of smart business decisions. In fact, the first year was so successful that Bolder Bands won the 2014 Build a Business Contest from Shopify!
    I want to encourage you with this story. Maybe you won t win a contest or make eight figures, but I believe that Facebook is still an exceptional medium for both prospecting and nurturing potential customers no matter what your business goals are.
    Think of me as your Facebook coach. The process I use to help my basketball players absorb new concepts and build confidence in their skills to be ready to perform at a high level is the same process I will use with you.
    When we practice something new on the court, we first talk about why this skill is important to their overall game. Then we break down the skills into drills and we practice them over and over. Then, in real game situations where things matter, those skills are tested on the basketball court and we see how well we ve done!
    My desire is that you will use this book to practice those skills that help you dominate on the court we call Facebook Advertising. I want you to master these skills and fundamentals so that you achieve greatness and blow past your wildest dreams for your business!
    -Bob Regnerus
    Introduction
    Read This First-How to Use the Ultimate Guide to Facebook Advertising

    F ifteen years ago, very few people could have imagined an online media environment where anyone in the world could connect remotely and begin to share their life digitally.
    Facebook s mission has always been to give people the power to build community and bring the world closer together. Because of this connectedness and how online users all over the world have integrated it with their daily lives, Facebook has been and will continue to be one of the richest and most effective places to advertise your business.
    Facebook is now a mature medium with much broader appeals to advertisers, and it is the best person-to-person advertising mass medium in existence. (Person-to-person means that we know more data points about our audience than traditional mass media). Facebook delivers what advertisers crave: a sizable audience and detailed targeting options.
    Despite recent political interference and well-publicized privacy scandals, Facebook is still a platform people spend enormous amounts of time on. According to a recent Facebook shareholder report, roughly 2.36 billion people use the Facebook family of services (including Instagram, WhatsApp, and Messenger) every day, while around 2.99 billion people use at least one of these services each month. Statistics from multiple outlets have reported that the average Facebook user spends over 35 minutes a day on Facebook. With this type of factual information, it is a no-brainer that Facebook is a must-have platform for advertising campaigns.
    Much of the information you will read here has changed since the first, second, and third editions of this book. We re going to tell you everything that s important to know as social media has evolved and grown over the years. In addition, we also want to stress that the strategies and fundamentals of Facebook Advertising have not changed and those principles have remained steadfast since this series was first published.
    Here s an important part of this book to understand: We re not going to tell you how easy this all is. In fact, running successful Facebook Ad campaigns is a more arduous and challenging task than ever before. The playing field is now dominated by large companies with BILLIONS of ad dollars who have shifted a great deal of their budgets from traditional outlets into Facebook.
    However, do not despair! This book series has always been about providing forward-thinking people an edge to help improve their businesses. By reading this book, you will have a distinct advantage over advertisers who accept defaults without question, don t stay on top of what works, and fail to measure how effective their campaigns are.
    If you want to dominate on Facebook-if you want to learn what really works-if you want to develop a skill set that will be valuable to your current company and companies in the future, then this book is for you! This book will give you that dominance. It will provide you the information, tools, and strategies that have been proven to work and are largely ignored by bigger advertisers.
    This book is for:
    1. Beginners looking to learn the right way to approach Facebook Advertising from Day 1 to quickly get up to speed and generate results quickly.
    2. Individuals currently running ads for their company or project. You will broaden your knowledge of Facebook Advertising and probably discover some strategies that are new and potentially huge for you.
    3. Agency owners and employees who manage accounts for clients. This will increase your ability to generate positive results and stay on the cutting edge of strategies that are proven to work.
    4. Businesses in all kinds of sectors such as: service, ecommerce, entertainment, non-for-profit, information/publishing, retail, institutions, and more.
    You can consume this book in two ways. One is by reading from beginning to end, so you will gradually build your base knowledge and discover things you may have not considered before. Each chapter builds upon the next to give you more and more confidence as you progress.
    More likely, you will want to treat this book as a reference guide and drop in on topics that you want to learn for the first time or brush up on. We wrote the book to help you quickly solve a problem or launch something you have developed on a tight schedule. Be sure to use the Table of Contents and Index to quickly locate where you need to go.
    One note to consider: You will find it helpful to have your Facebook Ad Account opened as you study this book. You will learn best by simultaneously reading the book and practicing the concepts directly in your Ad Account.
    Another important point is that Facebook will continually make changes to their ad platform and the Ad Manager interface. Types and sizes of ads will change. New placements will be introduced. Therefore, some of the details and screenshots we share in this book will either be out of date or different from what you currently see. Don t panic. You can always find updated specs and details in our Resources section at www.PerryMarshall.com/fbtools or on Facebook s Support Page. Our resources section will also give you deeper information into key concepts, useful tools, helpful videos, actual case studies, bonus chapters, and up-to-date strategies that will help you further distance yourself from the competition.
    If you focus on the concepts of what you re learning, that is the most important thing.
    No matter who you are, what level your Facebook Ad skills are, or how you intend to use Facebook, you re going to find immense value in this book. This will become your Facebook Ad bible that you ll want to share with all your friends because the advice here actually works to increase success quickly.
    Thank you for investing in this book, and we look forward to teaching you!
    Chapter 1
    A Master Class in Fundamentals

    I (Bob) coach high school basketball. In fact, I ve coached youth basketball since I was 16 years old. That makes this next season my 35th year in coaching (do the math to reverse-engineer my age). One thing that all players want to do at a practice is scrimmage. Scrimmages are practice games against teammates. Scrimmages are fun for players because they just get to play basketball. You d think this was a good thing, but ask any coach about the LAST thing they ever consider doing at a practice-every experienced coach will answer, scrimmage.
    You can understand why the players just want to play (it s fun), but when you are just playing, you are ignoring the mandate to master the fundamentals like dribbling, footwork, passing, cutting, screening, and rebounding. Every movement and action on the basketball court is built on fundamentals. The best players that have ever played the game were masters of fundamentals and they worked on them constantly.
    Players and teams that focus on mastering fundamentals excel on the basketball court.
    The same goes for Facebook Advertisers. If you just jump in and start running an ad without knowing the fundamentals (or the rules), you re not only going to get embarrassed, but you re also going to lose a lot of money.
    Rest assured, you will get your ads running as quickly as possible. In this chapter, you are going to learn three fundamental concepts. Like shooting, passing, and dribbling, these are three fundamentals you must understand to be a successful advertiser.
    First, you ll learn about the concept of a marketing funnel and how prospects become customers. Second, you ll learn about five levels of awareness customers must go through in order to make a purchase. Lastly, you ll discover the three pillars of advertising success that make up every successful advertising campaign.
    Let s get on the practice floor!
    MARKETING FUNNELS TRANSFORM STRANGERS INTO FRIENDS AND CUSTOMERS
    Any modern discussion of digital marketing always talks about funnels. When most people say funnel, they are talking about the set of steps of moving someone from not knowing about you or your business to making a purchase. In other words, it s a sales process. A funnel is a great visual because sales is a process of elimination. It s widest at the top and can hold the most people. Then it gets smaller and smaller as people are disqualified until you get your eventual goal.
    In basketball coaching, we start with all of the athletes who try out for the team. Then, we cut down to the members of the team. Finally, we get to the goal of five starters on the floor.
    The goal of a funnel doesn t always have to be a purchase. It could be an email opt-in or registering for an event like a webinar. All funnels have an end goal. The rest of the steps are up to you. We show a typical funnel starting with a Facebook Ad in Figure 1-1 on page 3 .
    Notice how the numbers get drastically smaller with each step. That s why the visual of a funnel is accurate. It s a great visual concept for beginning sales and marketing process. Funnels will be a concept we revisit in a number of chapters, namely Chapters 21 through 25 .
    Another way of thinking about your funnel is by splitting it into three parts, as you can see in Figure 1-2 ( page 3 ):
    1. Top of the Funnel, or ToFu.
    2. Middle of the Funnel, or MoFu.
    3. Bottom of the Funnel, or BoFu.
    Let s take a closer look at each part of this funnel:
    ToFu has the widest audience that s the least ready to convert. They probably aren t aware of you or your business. Your goal here is to get some people in this large group to raise their hand to indicate they are interested in you. You usually attract some of them with a content offer. The offer is usually content like a blog article, video, or even a small purchase. You re not trying to make a huge sale, but instead you re trying to attract attention. Once you have their attention, you move to MoFu.

    FIGURE 1-1 . Simple Facebook Prospecting Funnel

    FIGURE 1-2 . ToFu, MoFu, and BoFu
    MoFu has a targeted audience. It is usually a Retargeting (you ll learn more about Retargeting in Chapter 3 ) list and possibly an email list. In this stage, you have the interest of your prospects and they are considering your business. You can send to more specific blog pages, send more complicated ebooks, white papers, guides, or templates. All of these usually have a stronger call to action in them to make a larger purchase or connect to a salesperson and reach the BoFu.
    BoFu holds your strongest conversion content. This could be webinars, pricing options, comparisons, demos, and live sales phone calls. People at this level are the most valuable to you, so you can spend the most ad budget on them per person. Since there are far fewer people at this level, your overall spending usually isn t as much as people at the higher levels.


    TIP
    Retargeting is a technology that helps you keep in touch with users after they leave your website. For most websites, only 2 percent of web traffic takes any measurable action. Retargeting helps you reach the 98 percent of users who don t.
    Testimonials and customer success stories work at all levels of the funnel.
    A small percentage of people will speed through your funnel all at one time. You should allow for this, but don t emphasize that path since so few people will use it.
    There are plenty of incredibly complicated funnel examples you ll find online. Once you master the idea and implementation of one simple funnel to attract the attention of a cold audience, get them interested in your solution, and convert them to a buyer, then you can add more complicated steps. In Chapters 21 through 25 you ll see terrific examples of funnels you can implement on Facebook.
    HOW TO MOVE YOUR CUSTOMER FROM ZERO TO TOTAL AWARENESS
    Do you remember when you first heard about the keto diet? You probably heard somebody say, I m doing the keto thing. You had no idea what they meant. Maybe it was a spice? Maybe it was a new workout program? Then, while chomping down bacon-wrapped beef like a grizzly bear just out of hibernation, they tell you it s a diet. A diet? you ask, trying not to stare at the grease running down their face onto their shirt.
    Fast forward a few years and you not only know keto is a diet plan, but it s also a way of life. Just ten years ago there wasn t any recognition. Now, there are over 80,000 keto products for sale on Amazon.
    When you first heard of keto, the sales plug Buy One Get One Free Keto Cookies wouldn t have made any sense to you. But as time went on, friends and coworkers told you it s a weight-loss diet. Then, they described the lack of carbs and showed quick weight loss. Now you know what problem it solves (weight loss). You know how it works (eliminating carbohydrates), and you know how to start the program (buy a book or read a few blog articles). Now when you see a keto cookie ad, it not only makes sense to you, but might also be worth checking out to see if they re new and don t taste like cardboard.
    The customer buying cycle like the one described above is an interesting phenomenon. In Figure 1-3 , you see a diagram of the typical buying cycle. It doesn t matter what you re buying-a new car, hairspray, or attorney services-there s a specific subconscious process we all follow. It s human nature.

    FIGURE 1-3 . Customer Buying Cycle
    Think about it. What was the last significant purchase you made?
    If you re like most people, when you think back, it probably started with a problem you wanted solved.
    Now, a problem doesn t have to be a major catastrophe; a problem can be some common everyday scenario like wanting to look good for an upcoming school reunion, generating more customers for your business, or where to take your special someone for your anniversary.
    To be able to solve your problem, depending on your current level of market knowledge, you may need to do some research (e.g., you may already have a favorite romantic restaurant or maybe you haven t purchased a fashionable item of clothing in the last ten years). Research could entail visiting your local mall, performing a Google search, reading Amazon reviews, or asking your family or friends for recommendations.
    After gathering information, the next step is to evaluate options-not necessarily from a logical perspective, but from an emotional one-such as asking yourself how this product or solution will make you feel.
    When a solution feels right, all that s left is finding a great logical reason to go ahead and buy, but remember, The mind will justify what the heart has already decided, as Roy H. Williams repeats over and over again in his many teachings.
    After you ve purchased your product or service, if you truly love it, you might become a raving fan and start telling other people about it. People do this for two main reasons:
    1. To help others.
    2. To further justify their buying decision. If their friends buy the same solution and love it, they ll feel better about their purchasing decision.
    This last level is referred to as being a brand ambassador, and that s where you strive for all of your customers to end up.
    This process of going from being completely unaware of a problem, then finding out about solutions and picking a solution is how everything works in advertising, even on Facebook. The idea of this timeline comes to us from a 50-plus-year-old book.
    THE CUSTOMER AWARENESS TIMELINE
    In 1966, the late great Eugene Schwartz published the now-classic marketing book called Breakthrough Advertising .
    Inside the book, Schwartz describes five levels of product awareness, as you can see in Figure 1-4 on page 7 : the most aware, your solution aware, solution aware, problem aware, and unaware. Let s explore these a bit.

    FIGURE 1-4 . Customer Awareness Timeline
    The Most Aware
    Prospects and customers who are the most aware know the benefits of your specific product or service. They could have already purchased it in the past. This is the easiest sale. Usually you can just put a discount or other offer out and people will purchase.
    This is the most mechanical advertising. It s also where most advertisers start and stop on Facebook. This is the smallest group of people. They not only have to know that your product or service exists, but they already know you exist!
    This is the Bottom of Funnel example you saw on page 3 . It s the smallest part of the funnel with people who have already done most of the research in your market.
    Your Solution Aware
    A prospect is Your Solution Aware when they know what you sell, but don t know everything it does. They might not be convinced how well your product or service works or might not know of its most recent improvements.
    This stage of the Customer Awareness Timeline is where most advertising is done. According to Schwartz s timeless wisdom, your ad has to do one of six tasks for your specific sellable thing (let s use keto as an example):
    1. Increase overall desire (keto s celebrity endorsements)
    2. Clarify a specific desire (eat all you want)
    3. Broaden existing desire, usually in time or location (eat out and don t ruin your diet)
    4. Show new proof (another scientific study or another success story)
    5. Show a new mechanism of how it works to make it better or remove prior problems (don t starve yourself on a diet)
    6. Change the perception or mechanism to set it apart from competition (all other diets limit your eating)
    Solution Aware
    A prospect is Solution Aware when they don t know you exist, but they know solutions exist. In this stage, you can name the desire or solution in your ad, but you don t want to have much about your company since it s unfamiliar to the prospect. You have to give proof to logically lead people to considering your brand versus the competition.
    Problem Aware
    A prospect is Problem Aware when they have a need, but don t recognize it as a problem. You ll need to name the problem and/or possibly the solution in your ads. Your job is to intensify the problem and let prospects know there is a solution.
    Unaware
    A prospect is Unaware when they don t know they have a need or problem (or they just won t admit it to themselves). Your ad has to make people aware of the problematic situation.
    You can do this by identifying and declaring a problem to the market. Your ad usually isn t selling. It s trying to identify people who have this unknown need. Then your ad can intensify the problem to move prospects to problem aware.
    Some old examples of this would be the Ring Around the Collar campaign from the laundry soap Wisk, or Wendy s Where s the Beef? ads.
    Some more current examples would be 23andMe and others who created a market for people who suddenly need to know their ancestry and ethnic history, learn what genetic diseases they might be prone toward, or learn what type of diet they need to eat.
    The keto example of this would be an ad that talks about losing weight without counting calories. It calls out to people who want to lose weight but lets them know counting calories is a problem that can be solved. Unaware prospects are at the very top of the funnel. It s the largest group of people, but it takes the most work (and money) to turn these prospects into customers.
    Each of these stages hold very different prospects. Each level of awareness has different needs and they need to be addressed differently. If you sell anything more complicated than an impulse buy (like a kitchen gadget or toy), it s very rare that you can do all of this with a single ad. As you ll see with the Deep Funnel Marketing topic in Chapter 21 , there s a very specific process you can follow to effectively move people from Unaware to The Most Aware.
    THREE PILLARS OF ADVERTISING SUCCESS
    When you keep the customer s level of awareness in mind, it helps you understand the Three Pillars of Advertising Success.
    1. Right Audience
    2. Right Creative
    3. Right Offer
    The Right Audience is a group of people who have the same level of awareness.
    The Right Creative needs to speak to a single audience and move them forward along the Customer Awareness Timeline and further down your funnel.
    The Right Offer converts or moves prospects into buying action.
    No matter what type of advertising you are doing, you can always diagnose problems with your campaign by focusing on each of these three areas one at a time.
    This also provides you a baseline to IMPROVE your campaigns by testing these areas to increase response.
    Can you test your offer and creative to a new audience?
    Can you try a twist on your creative to the same audience?
    Can you change up your offer to cater to a different need or emotion of the same audience?
    Experienced advertisers develop a sense for where to begin a diagnostic when an ad isn t performing well. They will know how to tweak these dials to improve an already successful campaign.
    We have a phrase in basketball, If this was easy, everyone would be doing this! So, while getting started with Facebook Advertising is easy, it s difficult to master. As with any skills you develop in your life, you ll start to instinctively know how to properly set things up to avoid mistakes, and where to look when things go wrong. Facebook Advertising is no different. Learn everything you can, correct your mistakes, and you will slowly develop mastery.
    Chapter 2
    Creating Your Business Page And Setting Up Business Manager

    B efore you can advertise on Facebook, you have to have a Facebook Business Page and an Ad Account inside Facebook Business Manager. Business Manager is where a company manages their Facebook Page and Ad Account, assigns permissions to every person authorized to work on that business inside of Facebook, organizes all of their assets, manages audiences, and accesses all the reporting features.
    In this chapter, you ll discover how to use Business Manager to set up your Business Page on Facebook and create an Ad Account to enable you to run your first ad.
    CREATING YOUR BUSINESS PAGE
    To create your Business Page on Facebook, start with your personal account. From your personal Facebook account, click on Pages, then click the Create Page button at the top. Choose your Page category as either a Business or Brand or a Community or Public Figure.
    Name your Page the same as your business. Add a category. As you start typing, it will provide matched categories. See Figure 2-1 on page 12 .
    Now that your Page is created, it s time to personalize it. You ll need two images: one for the profile photo and another for the cover photo.

    FIGURE 2-1 . Page Name
    Your Page s profile photo appears square in some listings and round in all of your posts, ads, and comments. Once you upload it, be sure it still looks good when it s cropped into a circle. It should be 170x170 pixels in size.
    Your cover photo is at the top of your Page and should be 851 pixels wide by 315 pixels tall. You can even use a video as your cover photo. Sites like Canva.com have free templates to help you get these the right size. See Figure 2-2 for sample photo sizes.

    FIGURE 2-2 . Photo Sizes
    Once you have the photos customized, the next step is to fill in as many details as you can about your Page. Click the Edit Page Info button below your cover photo. Once you ve filled that out, choose About in the left-hand column and fill in as much as you can of those details. While you re filling out the details, remember that you re filling them out for a prospective client to read. After you complete your Business Page, you ll move on to creating a Business Manager account.
    CREATING YOUR BUSINESS MANAGER ACCOUNT
    Business Manager is where you ll organize and manage your business-related activity on Facebook. It will hold your Facebook Business Pages and Ad Accounts, and allow you to add marketing partners to help manage your business. Even if you already have an Ad Account, you still should create a Business Manager. It is separate from your personal Facebook account so you don t have to worry about mixing business and pleasure.
    That said, you ll need a personal Facebook account to create a Business Manager account just like you did for your Business Page. It s part of Facebook s security policy to confirm the identity of anyone running ads.
    To create a Business Manager account, go to https://business.facebook.com and click Create Account.
    After entering your name and business email address, fill out your address information and your Business Manager account will be created.
    Create an Ad Account
    Once it is created, you ll be able to add your Page and add or create your Ad Account. An Ad Account is what enables you to create and run ads on the Facebook platform. Click Add Page to add a Page you already own. Then click Add Ad Account to either move an Ad Account you already own to your new Business Manager or create a new Ad Account if you don t have one, as seen in Figure 2-3 on page 14 .
    If you re not sure if you have an Ad Account, you can go to Facebook Ads Manager at https://www.facebook.com/adsmanager/manage and see if any accounts show up. If any accounts show up in the drop-down of accounts, click on them and copy the ID out of the address bar. It will be the part after the act=##### in the address. As an example, the account ID is 37889474699799195 in this link: https://business.facebook.com/adsmanager/manage/campaigns?act=37889474699799195 business_id=255539969999811 .
    If you need to create a new Ad Account, you ll need to name it. Usually the name of your business or Page makes the most sense. Then choose your time zone and payment currency. Be sure the prefilled versions are correct. Once they re set, there is no changing them.

    FIGURE 2-3 . Business Manager Page and Ad Account
    Choose if you ll use the Ad Account just for yourself or if you re creating it for another business. It s very important to choose the right option because if you choose another business, you can gain access to their Audience Manager, an important tool to effectively choose who to show ads to. You ll learn about that in Chapter 5 .
    You can add people to your Business Manager account only after adding your Page and Ad Account. You should add anyone you d like to have access to your Page or Ad Account here. When someone is added to the Business Manager account, they are defaulted to lowest-level access called, Employee Access. This will only allow them to work on assigned accounts and tools. You can also add finance roles to see or edit billing info. This is usually for a bookkeeper or accountant. It s always good to have an additional admin on your account in case you get locked out. Just make sure it s someone you trust. See Figure 2-4 on page 15 for the levels of access.
    If you choose a non-admin user, you have to choose what access they have. Grant them access to part of both your Page and your Ad Account, as seen in Figure 2-5 on page 16 .

    FIGURE 2-4 . Invite People
    Business Settings
    Once you have your Page and Ad Account set up, the next thing to do is to update your business settings by clicking on the button that says Business Settings or the gear symbol in the top right corner. There are two things you should set up here. The first is linking your Instagram account if you have one, as seen in Figure 2-6 on page 16 . This allows you to run ads on both Facebook and Instagram from a single platform.
    Under Accounts on the left, choose Instagram Accounts, then:
    1. Login to Instagram

    FIGURE 2-5 . Assign Access

    FIGURE 2-6 . Instagram Setup
    2. Choose Your Ad Account
    3. Click Finish
    Choose Payments on the left and add a credit card.
    Finally, click on Business Info near the bottom of the list and verify all the settings are correct. At the bottom of the list is a Setup Guide that will walk you through any important steps if you get distracted and don t finish all of the setup in one sitting.
    Now that your Page and Ad Account are set up in your new Business Manager, you re ready to run ads!
    Chapter 3
    Retargeting Technology to Convert More Prospects Into Customers

    C ould you imagine how excited a clothing retailer would be if they could place a tracking device on every person that walked into their store? Furthermore, what if that tracking device could also report to the shop owner every product the person stopped to look at, touch, and try on?
    Not only does this technology exist on the internet, it s considered normal. Any business that does not use this will fall hopelessly behind and probably be out of business in short order.
    The technology, of course, is general Retargeting, which we ve all seen work. You visit a product page on an ecommerce website and then almost instantly you see that product plastered all over your News Feed for the next few days.
    This truth is well known: The bulk of your website s visitors leave without ever engaging with you. They don t fill out opt-in forms or buy anything.
    A study by Marketo found that 98 percent of visitors to your website, on average, are anonymous; you don t have any information about them at all. You won t be able to reach them if they leave. That s why Retargeting is important-so you can reach them, even if they leave.
    In this chapter you are going to discover what Facebook Retargeting is and how you can leverage this technology in ways to enhance the profitability of every campaign you run on Facebook. In addition, you ll learn how to set this up and use this technology in all of your campaigns.
    THE POWER OF RETARGETING
    Retargeting is one of the most important advancements in marketing in the last 150 years. It s right up there with classified ads in newspapers and commercials on television.
    This technology has removed the pressure from advertisers to get that sale now. In version 1.0 of web marketing, we used to agonize over the wasted opportunity of paying for a website visitor and having them leave without buying-or at least leaving us their email address.
    It forced advertisers to painstakingly tune ads and web pages to get responses now. The smartest of marketers learned to split test ads, offers, and landing pages to get to the most optimal combination and maximize their response rate.
    All of this activity was good, and it forced advertisers to be very efficient, but it did a disservice to the visitor (and quite frankly the advertiser) because it removed the element of time from the equation.
    It also perpetuated a mindset that there was an elusive perfect ad, offer, or landing page. Practically, you know that one-size-fits-all doesn t fit your customer base. You have people that buy from you for all kinds of reasons because they are wired differently.
    It s a fool s game trying to squeeze every customer through a single portal. In reality, you need to have many doors for which to invite customers to walk through and begin a conversation with.
    Retargeting technology gives you the gift of time and conversation. You now have time to relax and converse with your website visitors versus pushing them to an action.
    Anyone that knows me (Bob) well (or has stepped into my office) knows I love sports. After being a high school basketball coach for over 30 years, my approaches to business and coaching bleed together, so much so that I will use business analogies with my players and sports analogies with my clients.
    Retargeting is analogous with basketball. One of the mantras we have on my team is next shot. There has never been a player with any significant playing who has made every shot in a season. Most players have multiple opportunities in a game to make a shot, but even the best miss about 55 percent during a game.
    Retargeting is the ultimate next shot. When you miss a shot, you get a chance to attempt another, perhaps even in the same possession, same half, same game, or the same season. Same goes with your visitors. You might miss a shot to make that sale on their first visit to your site, but you might make your shot on the next visit that day, or perhaps on a visit the next day, next week, or next month.
    You know how this works because you ve seen it in action. You ll visit a web page and then ads for the product you just looked at will follow you around the web for days and weeks. For example, if you re on the keto diet, would you rather see ads for steak or cookies? A steak ad would feel natural to you while a cookie ad would feel out of place.
    A good way to tell if your Facebook Retargeting campaigns are creepy and annoying or if they re acceptable is to ask yourself how they would work in real life. Let s say you walked into a store in a mall. You pick up a cell phone case, look at the price, and set it down. If a salesperson came over and gave you a little more info about the case s manufacturing in the U.S. and that it has a two-year guarantee, you would probably think that was helpful and wouldn t mind. But if the salesperson then follows you around the store shouting, You forgot to buy the case! you d be annoyed. The same is true of Facebook Retargeting ads. There s a balance.
    Have you ever thrown a rock into a lake? What happens when a rock penetrates the water? It makes a splash and you see ripples rolling outward from the point of entry. The ripples near the middle are the biggest, and as they extend outward, they get less and less noticeable until they eventually disappear.
    Retargeting is like that. When a visitor hits your website, it s like a rock hitting the surface of the water. The ripples extending outward represent time and interest toward your ad.
    Therefore, time is important. Recency in relation to their visit is very important in Retargeting. When you build audiences to retarget, you define the amount of days from the visit you want Facebook to include.
    As it goes, you understand that someone who visits today is more valuable than those who visit tomorrow, or next week, or next month. Just like the ripples in the lake, the further out from the last visit, the less likely that visitor will notice you.
    While you can define Retargeting Audiences from 1 to 180 days in Facebook, we generally recommend you set your standard audience durations to 7, 14, and 30 days.
    When creating Retargeting campaigns, ask yourself, What s the next step I d like a visitor to do? It s not always to purchase. In your first Retargeting campaign, one strategy is to provide more information.
    RETARGETING TURNS LOSING CAMPAIGNS INTO WINNERS
    Without Retargeting, the economics of advertising are working against you. We have a client where the Return on Ad Spend (ROAS) for initial traffic is negative.


    RETURN ON AD SPEND
    Return on Ad Spend (ROAS) is a marketing metric in advertising to help you evaluate its effectiveness.
    Here s the formula:
    Revenue / Cost = ROAS
    A ROAS greater than 1 indicates a profit; a ROAS less than 1 indicates a loss.
    Check out Figure 3-1 to see some numbers. For prospecting, this client is losing money. The ROAS is 0.261.
    Another way to look at this is to understand how much it takes to make $1.00. On a losing campaign, you divide the Amount Spent by Revenue. Here you get 3.83. So, he is paying $3.83 to make $1.00.
    However, with a Retargeting campaign (Nurturing), his ROAS is 3.696. Quite a solid return. Since this is a positive ROAS, that means he s making $3.70 for every $1 he spends.
    For the entire campaign then, he s profitable with an ROAS of 2.667 ($53k/$20k) or making $2.67 for every $1 he spends as shown in Figure 3-1 .

    FIGURE 3-1 . Effect of Retargeting on ROAS
    It s also interesting to note that he is actually spending almost 2.5 times more on Nurturing (Retargeting) than he is on Prospecting because the return is so much greater.
    The economics of this campaign are quite good. Although not shown, he is getting a first-time visitor to his site for around 45 cents, which is cheap. He knows that just a fraction of the 13K visitors will buy on their first visit because they don t know him yet. He knows that within 14 days, he can get a significant portion of those visitors to buy and he s willing to invest more of his ad dollars to get these customers to convert.
    The bottom line is that Retargeting makes Facebook Advertising profitable for this client. Without it, he d go broke!
    CREATING A SUCCESSFUL RETARGETING CAMPAIGN
    Clearly, Retargeting is necessary and good for advertisers. Yet, we ve all seen examples of bad and lazy Retargeting. Almost everyone has a story of how they bought a vacuum cleaner and then saw ads for more vacuum cleaners for the next month. That vacuum should last years if not decades! That company is clearly not suppressing their buyers, so is wasting precious ad dollars on a customer who has already bought!
    How about those zombie ads that just won t die? You visit a site and you see the same ad multiple times on every website you visit or in your News Feed for months! This is a lazy and poor Retargeting strategy.
    Good Retargeting isn t really remembered: it s simply clicked on.
    We re going to show you how to do good Facebook Retargeting!
    Retargeting is accomplished by two main technologies: cookies and pixels.
    Cookies are little bits of info that are stored in your browser to uniquely yet anonymously identify your browser. Cookies are how Facebook knows you were looking at a particular page and then can allow an advertiser to show ads related to your visit to that site.
    Pixels are little bits of code on the websites you visit that set a cookie to uniquely tag you. Large companies like Facebook and Google (as well as many other specialized companies) use these pixels to cookie you. These major players can associate your cookie with your identity because you re logged into their system. The big players don t share your personal info with the end advertiser, so you remain anonymous to them.
    Cookies are not something you have to worry about. The pixel is something you will need to install on your website. More on that shortly.
    There are a few best practices to help you think about how to create your Facebook Retargeting strategy.
    RETARGETING PRINCIPLES FOR OPTIMAL PERFORMANCE
    Retargeting is very powerful for profitable advertising campaigns, but you want to be sure you follow a few principles to make it perform in an optimal way. As with any tool or technology, there s a basic way to use it, but we want you to gain an edge over other advertisers, so we re going to teach you what the experts know.
    Segment Your Visitors
    People visiting your site can almost always be segmented into buyers and non-buyers. The more you can segment them, the more targeted your ad will be to them.
    If you have a blog, each topic or category could become a segment. As you ll learn in Chapter 5 , you can also segment by time spent on your site. If you can t segment based on buyers or non-buyers, or topics or product lines, you can still segment by time on your site.
    You ll learn more about segmenting shortly.
    Timing Is Everything
    Do you remember what you had for dinner last night? Do you remember what you had for dinner two Tuesdays ago? The answer is you d have to think about it to remember.
    That s how visitors to your website are. Within 24 to 48 hours, people have forgotten a lot about you. No offense; they re human. They are distracted.
    As it goes, the more recently someone visited your site, the more interested they are in your business. This is called r ecency .
    Facebook uses this idea of recency in everything they do. You ll see when you create a Website Visitor Audience, you ll have to tell it how many days people are to stay in the Audience after visiting your website.
    We generally recommend you use Audiences of people that have visited your site in the last 1, 7, 14, and 30 days, but you can create as many as you like or need depending on your sales cycle.
    If you have a long sales cycle, using an Audience that s three times as long as your average sale will keep everyone engaged. So, if your average sale takes 30 days, you should use an Audience of 90 days to ensure you include every potential buyer.
    Everything about Audiences is covered in Chapter 5 .
    Stop Repeating Yourself
    Most advertisers first attempt at remarketing fails because they only have one ad that says, Buy Now. If someone didn t buy on the first attempt, there are many, many possible reasons. You have to address those and give the visitor a good reason to come back. That reason could be more content or it could simply be a better deal if the price was the issue.
    You ll discover several strategies for keeping people engaged and moving along the Customer Awareness Timeline toward doing business with you later on.
    Retargeting Is Not Just for Non-Buyers
    There are many strategies where Retargeting can be used other than convincing non-buyers to buy.
    For example, you can use Retargeting to reach recent buyers and offer them an additional product or service (cross sell or upsell). Buyers are usually the most likely to buy again. Often this is very counterintuitive, because you might assume they don t need more. So, try and increase your profit margin by asking them what every good fast food restaurant asks, Do you want fries with that?
    You can also retarget people to engage them in a series of videos or articles over a span of time. As you ll learn, you can mimic an email marketing sequence in the Facebook News Feed without needing to capture their email address.

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